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DoubleVerify’s solution on Snapchat combines impression-level ad exposure metrics with eyes-on-screen data, delivering an unprecedented level of attention insight

July 1, 2025 //  by Finnovate

DoubleVerify has launched DV Authentic Attention® for Social. The new offering combines DV’s scalable ad exposure data, including key metrics such as viewable time and screen share, with eyes-on-screen ad signals from Lumen Research, creating the most holistic attention solution available for advertisers seeking to measure their performance on Snapchat at scale. This is the first solution on Snapchat to combine impression-level ad exposure metrics with eyes-on-screen data, delivering an unprecedented level of attention insight across their platform. The solution enables advertisers to assess media performance on Snapchat with greater precision, helping inform budget decisions, validate campaign impact, and drive stronger ROI. DV Authentic Attention offers three main metrics to provide brands with actionable insights into their campaign performance: Ad Focus – Evaluates the ad’s ability to capture eye gaze, helping marketers understand the likelihood of an ad reaching users. Dwell Time – Measures how long an ad holds a user’s attention, quantifying in seconds the focus each ad receives to inform creative optimization. Attention Index – Offers an overall measure of attention on Snap and enables advertisers to benchmark their results against peer performance within their vertical. By measuring at the impression level, DV captures granular data that reveals the specific drivers of attention within each campaign, which powers insights that surpass the aggregated reporting used by other attention offerings on Social. For Snap advertisers, this enables a deeper understanding of how creative, placements, and activation strategies ultimately impact user attention.

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Category: Channels, Innovation Topics

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